發(fā)布時間：2018-11-09 15:05

【摘要】：正目前,電信行業(yè)的競爭愈演愈烈,為了迅速開展新業(yè)務(wù),提高企業(yè)的經(jīng)營業(yè)績,各大運營商都紛紛加大營銷渠道的投資和建設(shè),爭奪優(yōu)質(zhì)的營銷渠道資源。營銷渠道作為企業(yè)的一項重要資產(chǎn),其運行效益的高低、收益的多少以及客戶關(guān)系管理能力關(guān)系到企業(yè)的核心競爭力。隨著企業(yè)規(guī)模的擴大和渠道管理的日益規(guī)范,科學(xué)合理的渠道績效不可或缺,本文將在分析電信企業(yè)營銷渠道現(xiàn)狀和問題的基礎(chǔ)上,引入以平衡計分卡為基本框架的績效指標體系,從財務(wù)、客戶、內(nèi)部流程、學(xué)習(xí)和成長四個維度探究平衡計分卡在電信企業(yè)營銷渠道的績效評價的應(yīng)用,以期客觀地評價電信企業(yè)營銷渠道績效并推動績效的持續(xù)提升。
[Abstract]:At present, the competition of telecommunication industry is becoming more and more fierce. In order to develop new business quickly and improve the business performance of enterprises, all the major operators have increased the investment and construction of marketing channels and scrambled for high-quality marketing channel resources. As an important asset of an enterprise, marketing channel has a close relationship with the core competitiveness of an enterprise, such as the level of its operating benefit, the amount of its income and the ability of customer relationship management. With the expansion of enterprise scale and the increasing standardization of channel management, scientific and reasonable channel performance is indispensable. This paper will analyze the current situation and problems of marketing channels in telecom enterprises. This paper introduces the performance index system based on balanced Scorecard, and explores the application of balanced Scorecard in telecom marketing channel from four dimensions: finance, customer, internal process, learning and growth. In order to objectively evaluate the telecom enterprise marketing channel performance and promote the continuous improvement of performance.
【作者單位】： 中國電信股份有限公司天津分公司;
【分類號】：F626

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